Day 8: Holy Sh*tballs

Welcome back to Business Vacation 🍹

The email series where I show you how to set up your business to sell without you in 15 days.

Yesterday, we talked about adding one tiny scene to your emails.

Not a full-length feature film complete with plot twist.

One moment your reader can recognise themselves in.

Today, we’re going one step further. We’re talking about how to make one email feel personal when you’re sending it to many.

Because that’s the beauty of email.

You get to write one email and send it to hundreds and thousands of people.

There’s your productivity hack from now until forever.

But the hardest part about email marketing?

Making the email feel so personal your reader says:

Holy shitballs.

That’s me.

How’d you know?

Take my money.

ALL OF IT.

Because people do not want to feel like they’re part of a faceless blob called “my list.” They want to feel like you’re talking to them.

They want to feel like you understand exactly what is happening in their brain/business/life right now.

And the fastest way to do that?

Use their words. Not yours.

Forget fancy marketing words or industry buzzwords. Give up the words your peers would praise you for.

And focus on their words.

The exact words your clients, buyers, leads, lurkers, commenters, DMs, enquiry forms, sales calls, Voxer messages, testimonials and “can I pick your brain?” people are already using.

Because when people see their own words, thoughts and feelings reflected back to them, it builds connection, trust, excitement and understanding.

It makes them feel seen.

It makes them lean in.

It makes them think:

That’s exactly what I’ve been trying to say.

Which is very different to:

I am now reading a professionally polished marketing sentence.

So here’s how you write emails that feel personal and sell to many.

Step 1:

Your wannabe-client — that is, you want them to be your client — expresses a problem, frustration, desire, objection or question.

Step 2:

You listen closely to the exact words your wannabe-client says.

Not the cleaned-up, “strategic” version you translate it into a neat little marketing concept.

The exact words.

Step 3:

You write those exact words back to them.

For example, generic writing says:

Are you struggling with toddler tantrums?

Specific writing uses the words your person would actually say:

“I try so hard to stay calm, but then they lose it over the blue cup and suddenly I’m losing it too.”

That sentence does more than “toddler tantrums” ever could.

“Toddler tantrums” is the category.

“Why is my child screaming about a cup?” is the moment.

And the moment is where your reader recognises themselves.

That’s the language you want.

Because when people see their own words, thoughts and feelings in your email, they think:

Holy shitballs.

That’s me.

How’d you know?

Take my money.

Because specificity makes people feel like you’re inside their head.

And when your email feels like it was written for them, they’re much more likely to keep reading, keep trusting, keep clicking, and keep moving towards the thing you sell.

So pay attention to the words they use.

The phrases they repeat.

The weird little details.

The way they describe the problem before they know your very clever framework for it.

Because your audience is already telling you how to sell to them.

You just have to stop translating everything into boring business words.

Your turn.

Go pay attention to your people.

Look at your testimonials.

Read your enquiry forms.

Scroll your DMs.

Check your sales call notes.

Look at the comments people leave.

Ask your clients what was happening before they decided they needed help.

Then pull out the exact words.

The sticky phrases.

The things they say when they’re frustrated, excited, confused, desperate, hopeful or ready.

And use those words in your emails.

Because when one email makes many people feel personally called out in the best possible way, your sales path starts doing what it came here to do.

Move people closer to buying.

Want my help doing this properly?

Want my help setting up your Business Vacation Build?

This is my done-for-you sales path project for business owners who have an offer they’re ready to sell, but need the path between first interest and purchase to work harder.

I’m opening 10 private spots.

We’ll map, write, and rebuild the path your offer needs so people can understand what you sell, want it, trust it, and take the next step without you manually dragging every sale over the line.

If you already know this is what you need, book a Business Vacation Strategy Call here >>>​

Tomorrow, we’re talking about how to stop ghosting your own offer.

Because you can write an email that makes your reader feel seen, understood and personally attacked in the best possible way, but if you never show them the next step, you’re basically flirting with your list and then refusing to give them your number.

Til Soon,

Elizabeth